Not all usage will be positive, ofcourse, but I think that brands now understand that irony and even rude humor can be powerful forces in the viral spreading of videos and will likely accept the loss of total control in exchange for the potential upside.
It is, ofcourse, no secret that critics can be wrong, both individually and collectively, but I find it hard to understand how the critics who wrote about "The Lady From Dubuque" in 1980 could have been so far off the mark.